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本文利用产业组织理论中的行业集中度来衡量2001年-2014年之间我国广告公司广告的行业集中度。通过数据分析发现,我国广告公司广告行业集中度较低,属于竞争型市场结构,单位个体公司规模小,同质化现象严重,同时存在恶意竞争现象。总体来看,广告公司广告行业集中度呈现先升后降的发展状态,广告公司行业生存环境不稳定,竞争激烈。而广告公司的转型与重构成为大数据时代广告公司生存的必然选择。
This article uses the industry concentration theory in the industrial organization to measure the concentration of advertising in China’s advertising industry between 2001 and 2014. Through data analysis, it is found that the advertising industry in our country has a low degree of concentration in the advertising industry, which belongs to the competitive market structure. The size of individual companies in the unit is small and the homogenization phenomenon is serious with the phenomenon of malicious competition. Overall, the advertising company’s advertising industry concentration showed a state of development first and then decline, the advertising company’s industry environment is unstable and highly competitive. The transformation and reorganization of advertising companies have become the inevitable choice for the survival of advertising agencies in the era of big data.